Diane Szukovathy of Jello Mold Farm tells host Rebecca Kutzer-Rice how the need for standards for floral crops at the Seattle Wholesale Growers Market (SWGM) led to the creation of the new book Floral Standards: A Practical Guide for Harvesting and Delivering Professional Quality Products. They also discuss Diane’s journey in flower farming, the establishment of the Seattle Wholesale Growers Market, and the importance of quality standards in the floral industry. Diane highlights the collaborative efforts of local growers to create the Floral Standards book, which serves as a comprehensive guide for harvesting and delivering the highest quality flowers.

The discussion also covers specific crops like dahlias, hellebores and sweet peas, emphasizing the need for careful handling and understanding of harvest stages to ensure product quality. She discusses the importance of harvesting methods, managing geotropism in flowers, and postharvest handling for getting flowers to market with as much vase life as possible. The conversation also touches on unique crops for local growers, pricing strategies in the flower market, and how the group at SWGM collaborated to write the book that will help growers know what the standard is for a wide variety of floral crops and how to meet it.

Connect With Guest:

Instagram: @jellomoldfarm, @seattlewholesalegrowersmarket

Website: jellomoldfarm.com, swgm.coop

Buy the book: swgm.coop/book/

Podcast Sponsors: Huge thanks to our podcast sponsors as they make this podcast FREE to everyone with their generous support:

BCS two-wheel tractors are designed and built in Italy where small-scale farming has been a way of life for generations. Discover the beauty of BCS on your farm with PTO-driven implements for soil-working, shredding cover crops, spreading compost, mowing under fences, clearing snow, and more – all powered by a single, gear-driven machine that’s tailored to the size and scale of your operation. To learn more, view sale pricing, or locate your nearest dealer, visit BCS America.

Sumisansui is Japanese irrigation brought to you by Wetterfrosch Farm Tools. Sumisansui is a proven tool that is highly adaptable for farms and gardens of all sizes. It is quick and easy to deploy, has a broad, rectangular coverage area and uniformly waters multiple beds at a time. It operates on low water pressure, has multi season durability and is exceptionally gentle on seeds, plants and soil. Learn more at wetterfrosch.farm.

Farmhand is the all-in-one virtual assistant created for CSA farmers. With five-star member support, custom websites, shop management, and seamless billing, Farmhand makes it effortless to market, manage, and grow a thriving CSA. Learn more and set up a demo with the founder at farmhand.partners/gfm.

Harnois has been pioneering greenhouse design since 1965, working with farmers across North America to deliver turnkey greenhouse solutions. Designed to withstand high snow and wind loads, their greenhouses optimize brightness, boost yields, and offer a rapid ROI. And in 2025, they’re introducing a new tunnel starting at just $2 per square foot- and as a GFM listener, you’ll receive an exclusive 5% discount on all new structures at Harnois.com.

Started in the late 1980s by Sandy and Paul Arnold, Pleasant Valley Farm in Argyle, New York, helped innovate and share winter growing techniques that lengthened local food season on many market farms. After decades of selling at farmers markets, during the pandemic they switched to online sales only out of necessity. Listen to this interview with their son Robert Arnold to find out how they made the transition on short notice, why they never went back to farmers markets, and tips from how they manage their 100% online sales.

We also get some tips from the farm, including an innovative method for long-term storage of head lettuce. In addition to growing up and working on Pleasant Valley Farm, Robert has his own business called Smart Farm Innovations that helps farmers automate tasks around the farm. Robert tells us how and what processes farmers are automating to save time and gain peace of mind.

Connect With Guest:

Instagram:
@pvfproduce
@smartfarminnovations

Website:

http://pvfproduce.com

https://www.smartfarminnovations.com

Podcast Sponsors: Huge thanks to our podcast sponsors as they make this podcast FREE to everyone with their generous support:

Sumisansui is Japanese irrigation brought to you by Wetterfrosch Farm Tools. Sumisansui is a proven tool that is highly adaptable for farms and gardens of all sizes. It is quick and easy to deploy, has a broad, rectangular coverage area and uniformly waters multiple beds at a time. It operates on low water pressure, has multi season durability and is exceptionally gentle on seeds, plants and soil. Learn more at wetterfrosch.farm.

Farmhand is the all-in-one virtual assistant created for CSA farmers. With five-star member support, custom websites, shop management, and seamless billing, Farmhand makes it effortless to market, manage, and grow a thriving CSA. Learn more and set up a demo with the founder at farmhand.partners/gfm.

Harnois has been pioneering greenhouse design since 1965, working with farmers across North America to deliver turnkey greenhouse solutions. Designed to withstand high snow and wind loads, their greenhouses optimize brightness, boost yields, and offer a rapid ROI. And in 2025, they’re introducing a new tunnel starting at just $2 per square foot- and as a GFM listener, you’ll receive an exclusive 5% discount on all new structures at Harnois.com.

Farm Action is a nonpartisan agricultural watchdog organization led by farmers, and Research and Policy Development Director Sarah Carden joins host April Parms Jones to discuss how they provide food-system accountability for farmers. Farm Action advocates for a fair and sustainable food system that empowers farmers and rural communities by focusing on holding large corporations and the government accountable for their actions in agriculture. Hear why specialty crop producers often receive less support compared to commodity crops, and the impact on food pricing and diversity, which is part of the reason why processed foods are often cheaper than vegetables.

United States food and agriculture policies currently enable a handful of the world’s largest corporations to control our food and farming system at the expense of farmers, workers, and all of us who eat. Hear how Farm Action encourages consumer awareness and education about food labeling as essential parts of supporting local agriculture, and advocates for accountability from both our government and large corporations within the agricultural sector.

Connect With Guest:

Facebook: @FarmActionUS

Website: https://farmaction.us

Podcast Sponsors: Huge thanks to our podcast sponsors as they make this podcast FREE to everyone with their generous support:

Rimol Greenhouse Systems designs and manufactures greenhouses that are built to be intensely rugged, reliably durable, and uniquely attractive – to meet all your growing needs. Rimol Greenhouses are guaranteed to hold up through any weather conditions, while providing exceptional value and an easy installation for vegetable growers of all sizes. Learn more about the Rimol difference and why growers love Rimol high tunnels at Rimol.com

Farmhand is the all-in-one virtual assistant created for CSA farmers. With five-star member support, custom websites, shop management, and seamless billing, Farmhand makes it effortless to market, manage, and grow a thriving CSA. Learn more and set up a demo with the founder at farmhand.partners/gfm.

Local Line is the all-in-one sales platform for direct-market farms and food hubs of all sizes. Increase your sales and streamline your processes with features including e-commerce, inventory management, subscriptions, online payments, and box builder. As a GFM podcast listener, Local Line is offering a free premium feature for one year with your subscription using the coupon code GFM2025 at localline.co.

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